Your Press Release Is A Sales Document

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May 4th, 2010 by John

People often emphasise the need for a press release to be newsworthy. There is no doubt that this aspect of a press release is vital, but all this emphasis draws attention away from the main objective of any business press release: to create marketing attention for the business. No matter how news-y your online press release is, ultimately it needs to act as a sales document

The dichotomy between what an online press release needs to achieve and how it should achieve it causes a lot of confusion. There is always a danger that treating a press release as a sales document will produce… a sales document. There’s also a danger that aiming for a newsworthy tone will push the sales aspect of the release too far into the background.

The Zen approach to sales writing

The key to an effective online press release is to have your sales goal in mind, without pushing it on the reader. A good press release needs to paint an attractive picture for the reader which ultimately serves the sales message. The way to do this is to concentrate on the reader, and position the sales message in a way that will impact on them. This takes considerable creativity, and it can help to have a professional on board. You can talk to us at Click Consult for help.

Sales language should never overtake a search marketing press release. At the same time, it is important for the sales message to be at the heart of the press release. Don’t forget it.

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